A cracking piece from VentureBeat entitled 'Is there room for comedy in B2B?'
http://venturebeat.com/2014/10/05/is-there-room-for-comedy-in-b2b/
To which the answer is, of course, a resounding yes - but the author's point is that even in a B2B context, we speak to each other as people first and business owners/buyers second. The age of corporate posturing is long gone and most people - even at the top - primarily consider themselves to be a Department of One. We contribute individually to our businesses, and we want to be spoken to as individuals. Comedy is just one of the tools in the communicator's armoury - and marketers now need to be communicators first.